InVia Robotics, a company that’s setting out to provide ecommerce fulfillment centers with automated robotics technology, has raised $9 million in a series A round of funding led by Upfront Ventures, with participation from Embark Ventures. The figure also constitutes a $3 million loan from Comerica.

Founded out of Westlake Village, California, in 2015, InVia Robotics is building what it calls “the next generation of robotics warehouse automation solutions” specifically for ecommerce distribution hubs and supply chains.The InVia picker operates in conjunction with humans to pick and transfer items from shelves ready for dispatch.

“Warehouse automation is critical for ecommerce companies competing against behemoths like Amazon, but the overhead cost of purchasing a fleet of robots to streamline efficiency can be crippling,” noted InVia Robotics founder and CEO Lior Elazary. “InVia’s innovative RaaS (robots-as-a-service) technology eliminates this challenge for our customers.”

Above: InVia Picker

The company had previously raised a small seed round, and with another $9 million now in the bank, it will be well positioned to push its subscription-based robotics tech to more distribution centers across the U.S. Indeed, alongside the funding announcement, Invia Robotics revealed that it had nabbed ecommerce company Hollar as a customer, which will now deploy 100 of InVia’s picker robots at its Los Angeles warehouse.

“As an online shopping destination for thrifty shoppers, we are always looking for ways to improve productivity, decrease operational costs and maximize efficiency so that we can offer our customers the best deals,” added Hollar’s cofounder and CEO David Yeom.

Yeom said that he expects to be able to increase its order fulfillment by more than 300 percent as a result of its InVia integration.

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